|aDecision equity :|bthe ultimate metric to connect marketing actions to profits /|cby Piyush Kumar, Kunal Gupta.
|aNew York, N.Y. :|bBusiness Expert Press,|c2011.
|axiii, 181 p. :|bill. ;|c23 cm.
|aMarketing strategy collection,|x2150-9654
|aIncludes bibliographical references (p. ) and index.
|aMore than even before, marketers need to justify their decisions by linking them to the corporate bottom line. While this is a challenging task, what makes it more daunting is the absence of a systematic approach and an overarching metric to help make financially sound marketing decisions.